Isolate the topic
Identify the feature or moment in the experience that the change concerns.
Reputation trends
See what changes around your brand.
Compare mentions, topics and sentiment in collected content over time. Open periods of change to see which stories, questions or experiences need attention.
Your brand · press and conversations
TrendTopicsMentions
The topic to investigate
Example question
After the headphones launch, which issues do the press and customers report?
What you read
The detail view distinguishes a personal account from an original article and a reprint of the same story. Available sources help trace its origin and updates.
The next step
Open the sources for the topic, check the issue and assign a task with an owner to the team.
Volume alone does not measure reputation or trust. Original articles and reprints of the same story must be distinguished before comparison.
What you get
A line needs continuity.
If product conversations increase after launch, see which topics grow and read related mentions. Distinguish questions about features from difficulties using the product.
| Situation | Correct interpretation | Next step |
|---|---|---|
| Interrupted collection | The period has not been fully observed; the missing value is not zero. | Check the interruption and flag the discontinuity in the comparison. |
| No mentions in the complete sample | The planned collection found no relevant content within its scope. | Check criteria and coverage before extending the conclusion to other channels. |
| Increase with new sources | Volume may rise because a larger part of the conversation is being observed. | Examine the sources common to both periods separately. |
What you get
From movement to explanation.
Use comparable periods and sources before interpreting a curve. A new channel or collection interruption can change volume: read the chart alongside available coverage.
- Observed change
- Evidence from the period
- Explanation to verify
AI, search and conversations
Recognise the movement. Read the context.
A topic may grow in conversations while remaining barely visible in AI answers. An article may keep appearing on Google after the mention spike has passed. Different speeds reveal different aspects of reputation.
Consult available AI-answer, search and mention views separately. Compare question, market and period before interpreting change. More mentions and a new AI citation are different results: choose which addresses your goal.
- Conversations over time
- Presence on Google and Bing
- AI panel answers
Comparison quality
Before the curve, check the baseline.
The first question when you see a change is whether the two collections are comparable. A new source or interruption can change the result even when customer experience stays the same.
Before comparing, check that questions, sources and collection conditions stayed the same. If you change the panel or add a channel, record it in team work and compare results separately. Consider classification revisions alongside changes in content.
| What changes | What to check | How to read the comparison |
|---|---|---|
| Mentions increase | New sources, reprints of the same story and the period actually covered. | Distinguish conversation growth from broader collection. |
| AI presence decreases | Questions, model, method and number of valid answers. | Compare the same panel; report incomplete collections and errors separately. |
| Sentiment changes | Topic, language and classification version used. | Reread the examples before attributing the movement to a new perception. |
Focused investigations
From signal to the right question.
A change points to something to explore. Detailed evidence helps frame a useful question for your team: does it concern a product, market, source or service stage?
The investigation connects period, topic and hypothesis to available observations. The next check retains the same basis or explains what changed. Frequency and thresholds should be assessed against available coverage: an interval without observations does not demonstrate that the phenomenon has disappeared.
Read the examples
Open the relevant evidence and separate new content, reprints and uncertain cases.
Choose the check
Define what to observe in the next review and which information is missing.
Related paths
Choose your next step.
Check your brand’s presence, compare results or choose content improvements: continue with the feature you need.
Explore every intelligence tool
Choose the tools to see where your brand is found and where it is missing.
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ReadFind the right answer
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